Neuromarketing Concepts in Food Studies

Food marketing is an application field with extensive repercussions. Consumer neuroscience is an emerging sub-field that is gaining popularity, providing better insights about the consumer’s brain and behavior. To have a better understanding about consumer’s physiological and emotional response to food products, methods such as EEG, fMRI, eye tracking and GSR help to measure the customers’ brain activities against food product design and food service. The EEG technique records brainwave patterns during stimulation which could be pictures, odour, sound and taste. The aim of this study is to review the principles and application of EEG in food research and identify future research areas to optimize food marketing strategies.